This paper provides practical advice for market researchers who feel overwhelmed by the amount of data generated by new technologies and want to incorporate traditional research methods into this new 'paradigm'. View Summary

This paper provides practical advice for market researchers who feel overwhelmed by the amount of data generated by new technologies and want to incorporate traditional research methods into this new 'paradigm'.

The explosion of new technology has opened up new possibilities for people, and the data generated by what people do can create information overload for researchers.

A hybrid or multi mode approach can help researchers to interpret and generate insight from big data.

Some conventional data points, such as demographic profiles, or time-based measurements, never change - these can be used as a reference point for new types of data.

Getting closer to the customer experience can yield rich and accurate data, and advances in technology allow researchers to get closer to this.

This paper describes research into value-exchange advertising in video games, finding that 'opt-in' and value-exchange ads created a positive response. View Summary

This paper describes research into value-exchange advertising in video games, finding that 'opt-in' and value-exchange ads created a positive response.

In the past, video game players resisted in-game advertising, but the development of video game platforms and advertising technology mean that new in-game ads are invitational rather than disruptive, and can deliver in-game rewards.

In this research passive tracking and surveys were used to understand in-game behaviour in response to ads and the users' attitudes.

Attitudes towards such ads were found to be positive, with value-exchange ads being more noticeable and memorable than others.

It was also found that 'opt-in', ads placed in the proper flow of the game and immediate rewards produced a more positive response.

4

Leveraging the power of mobile devices for customer experience and market research

Market segmentation lies ‘at the heart of successful marketing’ (McDonald 2010), yet market segmentation solutions are not trivial to interpret, especially if consumers are segmented using post hoc or a posteriori or data-driven segmentation, where several consumer characteristics are analysed simultaneously to identify or construct market segments. View Summary

Market segmentation lies ‘at the heart of successful marketing’ (McDonald 2010), yet market segmentation solutions are not trivial to interpret, especially if consumers are segmented using post hoc or a posteriori or data-driven segmentation, where several consumer characteristics are analysed simultaneously to identify or construct market segments. In fact, 65% of marketing managers admit to having difficulties with the interpretation of data-driven market segmentation solutions. In this study we develop novel ways of visualising segmentation solutions using graphical statistics methodology. The proposed plots help academics and practitioners to interpret complex market segmentation solutions, thus improving the practical usability of market segmentation, reducing the risk of misinterpretation and contributing to closing the much-lamented ‘theory–practice divide’ in market segmentation.

7

Segmentation, involvement and the reach-engagement relationship: Evidence from a QR code advertising campaign

The rapid adoption of mobile technology in Southeast Asia has provided local and international brands with new opportunities to interact with consumers. View Summary

The rapid adoption of mobile technology in Southeast Asia has provided local and international brands with new opportunities to interact with consumers.

Embracing the unique aspects of mobile has enabled a region that was once lacking in consumer understanding of technology to rapidly approach parity with consumers in more developed countries.

Like the United States, Southeast Asians are now constantly connected through their mobile phones and are Internet savvy.

In 2012, 29 million smartphones were purchased across the region, up 78% from 2011 (FierceMobileIT, 2013).

Meanwhile, an advertising industry that has been stagnant for decades with few unique media options suddenly has new technology that is being rapidly adopted and utilized by the majority of consumers.

This opens up a new channel for engagement.

Brands are now being challenged to better understand mobile technology and how it impacts their marketing strategy, as consumers in the region have shown that they are open to interacting with brands via mobile in the right context, with the right message and at the right time.

The focus of this study is to better understand how brands in Thailand, Vietnam, Malaysia and Singapore can go beyond traditional advertising and deeply engage with consumers via mobile to generate brand loyalty among them.

The study looks at recent mobile trends in each region, the strategies brands are using in mobile, the approach brands take toward measuring their mobile footprint and the future of mobile brand engagement across Southeast Asia.

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Assessing the cross-cultural applicability of tailored advertising - A comparative study between the Netherlands and Poland

This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland. View Summary

This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland. The positive effects of tailored advertising are hypothesised to be stronger among Polish consumers than among Dutch consumers because of the different advertising traditions in these two countries. A between-subjects experiment is conducted to test individuals’ responses to tailored versus generic advertisements for an unknown face-cream brand. The results show that tailoring is effective in influencing message attitudes, brand attitudes and purchase intentions, but only for Polish consumers. This tailoring effect is mediated by involvement with the message, message relevance and scepticism about the message. These findings suggest that tailored advertising can be used successfully in less marketing-savvy countries such as Poland, but that it may not be effective in more marketing-savvy countries such as the Netherlands.

10

The Sound of Big Data: Understanding a day in the life of a sound listener

This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research. View Summary

This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research. SoundCloud has a vast amount of data regarding usage of its platform, but wanted to understand offline behaviour and how this interacts with the platform. Research participants completed time diaries through their mobile phones and the information they provided was combined with data on their usage of the platform. This approach has the advantage of more accurately recording what respondents are doing as they tend to have their mobile phones with them at all times and are able to record their activities immediately. Combining Big Data, consumer research methodology and mobile device data gathering allowed SoundCloud to gain an holistic understanding of consumers, including different usage behaviours at different times of day and weekends, what motivated people to listen, and why they shared music online.

11

A New MR Mix for the New Age Information Ecosystem: Proposing big change in content mix, not process

This paper argues that the interventionist solicitation of information is no longer necessary as consumers constantly express their opinions on many different platforms, and shares approaches from Intel, the technology company, to Big Data in different industries. View Summary

This paper argues that the interventionist solicitation of information is no longer necessary as consumers constantly express their opinions on many different platforms, and shares approaches from Intel, the technology company, to Big Data in different industries. Market research should change to account for the voluntarily shared information that is now available to them, and adopt a new approach to information needs and market research planning. It is argued that the availability of Big Data means market researchers need to adapt their approach to stay relevant. A particular challenge is to 'humanise' Big Data to generate more meaningful insights.

12

A 4-Dimensional View of the Digitally Engaged Consumer: Creating a single-source methodology to harness insights of today's 'new' consumer

This paper discusses research into consumer engagement with brands across different technology platforms. View Summary

This paper discusses research into consumer engagement with brands across different technology platforms. It explains how a single-source methodology was developed to allow advertisers to understand the behaviour and purchasing intent of digitally engaged consumers, finding that there is a discrepancy between what consumers says they do online, and what they actually do. Understanding the in-depth segmentation of consumers is important as they now expect a personalised brand message across platforms.

13

Beyond Big Data: How Big Data needs consumer insights in order to realise it's full potential

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Colin Strong, ESOMAR, 3D Digital Dimensions, Boston, June 2013

This paper critiques the current Big Data agenda and argues that the market research industry will need to be instrumental in delivering new forms of analytics - one which brings together the strategic understanding of the researcher with the technology that enables the interrogation of Big Data. View Summary

This paper critiques the current Big Data agenda and argues that the market research industry will need to be instrumental in delivering new forms of analytics - one which brings together the strategic understanding of the researcher with the technology that enables the interrogation of Big Data. The paper describes the potential benefits of Big Data such as targeting, profiling and predictive techniques but also highlights the importance of understanding context, which, if overlooked can lead to bias and misinterpretation. Finding people with the right skillset is emphasised and the author concludes that the much sought after skill set to execute the Big Data agenda is present within the research industry.

14

Digital research practices from 500,000 marketers: Why some marketers succeed with analytics... and most fail

This paper provides an overview of how American companies are using analytics in order to identify changes in adoption of new research methods by successful marketing organisations. View Summary

This paper provides an overview of how American companies are using analytics in order to identify changes in adoption of new research methods by successful marketing organisations. The study, conducted between Q4 2012 and Q1 2013, selected three samples which illustrate differences in adoption of new technologies between slow-moving public companies and fast-growing private companies, and demonstrate trends that show bottom-up growth. The research shows that use of real-time analytics declined over the time of the study, with marketers finding the biggest challenge of big data is analysis of the immense volume. Also, while micro-surveys are effective tools, their adoption has been slow. However, use of social media in research continues to grow, yet marketers are not tracking everything they should be.

15

The Marketer's Dilemma: Focusing on a Target or a Demographic? The Utility of Data-Integration Techniques

Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment. View Summary

Data-integration techniques can be useful tools as marketers continue to improve overall efficiency and return on investment. This is true because of the value of the techniques themselves and also because the current advertising market, based on demographic buying, has major opportunities for arbitrage in the range of 10 percent to 25 percent (where in that range depends on the nature of the vertical). The current study reviews different methods of data integration in pursuing such negotiations.

This paper discusses the development and results of a project from Starcom MediaVest (SMG), a media agency, that looks into addressable TV in the US. View Summary

This paper discusses the development and results of a project from Starcom MediaVest (SMG), a media agency, that looks into addressable TV in the US.

The project was undertaken with the food manufacturer, Kellogg's (an early mover in adopting the technology in its ad targeting) and with the media partner, DirectTV.

Results from the project include: addressable campaigns are more precisely targeted and increase the frequency of ads seen, and commercials targeted in this way are also seen for slightly longer than the norm.

It concludes by discussing several learnings and questions arising from the project, including: the impact of addressability on KPIs, connecting exposure to sales, the optimal frequency threshold, addressability across platforms and the speed with which addressability will scale.

17

There's no such place as Chindia: Developing cultural precision in growth strategies

This paper argues for local distinctions to be recognised in brands' Asian strategies, with universal truths to be adapted and expressed in the right language to penetrate cultural beliefs and filters in each market. View Summary

This paper argues for local distinctions to be recognised in brands' Asian strategies, with universal truths to be adapted and expressed in the right language to penetrate cultural beliefs and filters in each market. The authors point out that concepts like motherhood, beauty, achievement and power - which many brands are built on - can mean very different things across cultures. It maps out the significant historical and cultural differences that shape consumption and brand choices in these markets - which make them remarkably different not just from developed markets but also from each other. In particular, the paper contrasts China and India, with examples of how the same need can mean different things in each nation, and how the same global positioning strategy can translate to quite different executions.

18

How to target TV ads: A buyer's guide to set top box targeting algorithms

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Brendan Kitts, ARF Experiential Learning, Re:Think conference, 2013

With television advertising targeting undergoing a revolution in capabilities and accuracy, this paper reviews a variety of different targeting algorithms. View Summary

With television advertising targeting undergoing a revolution in capabilities and accuracy, this paper reviews a variety of different targeting algorithms. These range from the traditional age-gender targeting methods employed based on Nielsen ratings, to new approaches that attempt to target high probability buyers using Set Top Box data.

19

Getting to know Wonder Woman: What mobile ethnography can add to how we understand consumers

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Chris Jones, ESOMAR, Qualitative, Amsterdam, November 2012

Mobile mass ethnography and online communities can offer a more accurate, holistic picture of consumer behaviour by allowing stories to unfold rather than pre-framing their context. View Summary

Mobile mass ethnography and online communities can offer a more accurate, holistic picture of consumer behaviour by allowing stories to unfold rather than pre-framing their context.

This paper describes a recent project for Kellogg's, the cereal manufacturer, in which this approach was successfully used to create engaging insights for its Special K brand.

Kellogg's knew that in order to unlock penetration growth, it would need a more emotional communications and NPD strategy for its target segment.

By using mobile and digital platforms, Kellogg's was able to gain a deeper understanding of the role Special K could play in the target group's lives and discern insights that would inform its 2013 brand planning process.

Jenni Romaniuk offers five ways to make your ad targeting smarter, such as by making your target market definitions evidence-based, including as many people as possible in your target market and buyin... View Summary

Jenni Romaniuk offers five ways to make your ad targeting smarter, such as by making your target market definitions evidence-based, including as many people as possible in your target market and buying media on audience numbers reached, rather than indices.

21

The paradox of accountability: moving away can bring you closer - a case study of community policing in London

Public service accountability is a large and complex topic. One important aspect of the accountability of a public service provider is that they should be aware of what matters to the recipients of their service. View Summary

Public service accountability is a large and complex topic. One important aspect of the accountability of a public service provider is that they should be aware of what matters to the recipients of their service. This paper uses the Metropolitan Police as a case study to explore some of the implications of this aspect of accountability. It concludes that sometimes having fewer data points leads to more comprehensive insight than having more.

22

Targeting without alienating: multicultural advertising and the subtleties of targeted advertising

The growing diversity of different nations’ populations has encouraged advertisers to adopt their strategy by taking into consideration groups of consumers that were not traditionally targeted, such as cultural and sexual minorities. View Summary

The growing diversity of different nations’ populations has encouraged advertisers to adopt their strategy by taking into consideration groups of consumers that were not traditionally targeted, such as cultural and sexual minorities. However, while such targeting has been favourably received among the targeted minorities, it has also engendered unfavourable reactions among majority members. This paper examines a way for advertisers to target a specific minority group within the mainstream media while maintaining resonance among the broader audience. An experiment is conducted to examine viewers’ responses to multicultural advertising in France. Results demonstrate the fundamental role of viewers’ congruence judgements and felt targetedness on the effectiveness of multicultural targeting attempts, and extend our understanding of consumer responses to multicultural advertising.

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. View Summary

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. This paper then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the authors introduce a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton’s Ice Tea brand associations are extracted and utilised as an input for the creation of 160 individual associative networks.These networks are first aggregated to measure the brand reputation and subsequently clustered into six segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication.

24

The Myth of Segmentation or How to Move Beyond

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Jochum Stienstra, ESOMAR, Congress Odyssey, Athens, September 2010

Segmentation can be a very powerful tool for aiming marketing to special groups. But is it always the right thing to do? What are its limitations? What is its future? What, if anything, lies beyond segmentation? The aim of this presentation is to challenge current thinking about segmentation and to offer alternatives. View Summary

Segmentation can be a very powerful tool for aiming marketing to special groups. But is it always the right thing to do? What are its limitations? What is its future? What, if anything, lies beyond segmentation? The aim of this presentation is to challenge current thinking about segmentation and to offer alternatives. The presenter will show that value-based segmentation models will not be the answer to the declining value and predictability of segments. To the contrary, the simplification of these models may only make things worse. Collecting data from marketing experts, corporate research managers, scientists, media buyers, consultants and heads of research companies, the data provides a framework to understand when and under what conditions segmentation models can and can't work, and an insight into what is possible beyond segmentation.

Discrete choice experiments are analysed using multinomial logit models. One key trait of these models is that independent variables are usually based on alternative related characteristics, such as the price of different options or the commute time for different travel alternatives. View Summary

Discrete choice experiments are analysed using multinomial logit models. One key trait of these models is that independent variables are usually based on alternative related characteristics, such as the price of different options or the commute time for different travel alternatives. Respondent level characteristics, or demographics, are not typically included as independent variables or moderating constructs since these parameters do not vary across options in a choice set and, as such, do not impact the corresponding choice probabilities. To address this weakness, the objective of the current paper is to share a practical and usable approach to incorporate demographic variables as moderating constructs in discrete choice experiments and multinomial logit models. This approach requires the computation of a new variable representing the interaction between the focal demographic variable and an alternative related characteristic. For illustrative purposes, this procedure is applied to hypothetical transportation data.